Are customers judgmental?

Customers form first impressions in as little as 50 to 100 milliseconds.

Customers are making judgments about you and your business before they’ve had a chance to think about it. This first impression is visual and based almost entirely on emotion.

That’s a big problem.

We’re taught to believe a lie

The lie goes like this:

“It doesn’t matter what you look like on the outside, it’s what’s on the inside that counts.”

Remember that?

When it comes to marketing this is an absolutely dangerous lie. Customers should make judgments about the organizations they do business with.

The wrong choice can be devastating.

They can lose money, time and resources. They can be hurt, humiliated or punished for making the wrong choice.

Amazing photos guide a customer’s choice

Amazing photos, regardless of your industry, are important. They give customers the information they need to properly evaluate your business.

It shows customers what to expect.

Most of the time, this evaluation process operates at a subconscious level. Customers use the information they’ve accumulated to make instant, gut reactions. Their assessment is fuzzy, quick and imprecise.

What exactly are customers evaluating in your photos?

1.Ingroup/outgroup. Simply put, customers ask themselves the question, “Are you like me?” If the answer is yes, the conversation continues.

2. Social class. Sadly, classism is viewed by many as the last acceptable prejudice in the world today. Customers use this to vet/validate the social standing of those they associate with.

3. Ethos and values. Every group has its own culture, its own set of values and norms. Customers expect your Ethos and values to align with theirs and the ethos and values of the group to earn their business.

5.Social status. Businesses with high social status and high social capital command a considerable amount of respect and prestige. As people, we’re drawn to those around us who are exceptional in some way.

Local businesses tend to neglect photos, or they’ll simply post unflattering photos that position their business negatively.

Not good.

But customers are absolutely looking for more photos. How do we know that?

If you have thousands of reviews like the local businesses we’ve covered they’re even less likely to share (though they should). They’re less likely to spill the beans on your mistake if you have a good relationship or rapport with them.

Does that mean you should count on that?

No.

But you’re far less vulnerable than you’ve been led to believe. If you’re running a wonderful business you can counteract that.

Customers are judgmental, they should be

We’re all judgmental, it’s a necessary, scientifically proven part of life.

Customers are making judgments about you and your business before they’ve had a chance to think about it. This first impression is visual and based almost entirely on emotion.

Give customers what they’re looking for, meet their wants and needs, and you’ll find their judgment swings in your favor.